If your CFO’s increasing focus on efficient growth has you worried about CX program cuts, we have some counterintuitive advice: Forget the traditional story of the ROI of CX.
Instead of trying to justify investments in your program, help build a new way to think about the economics of company growth. Reposition CX analytics as central to that critical work. How? Demonstrate that better CX data and analytics replace the high-cost aspects of customer management. Intensify your focus on customer loyalty, drive tighter team alignment, and reduce spend – finally, CX realizes its potential as a driver of efficient growth strategy.
Join our webinar with OCX Cognition co-founder, co-creator of NPS and long-time CX thought leader Richard Owen to learn how you can use Predictive CX Analytics to drive your business growth.
In this webinar you will learn:
Why CFOs and other executives don’t trust traditional CX insights
How to shift your mindset from “customer love” to “customer-centric efficiency”
How predictive CX analytics enables radically improved decision-making and elevates the role of CX
PS! No worries if you are not able to attend in real-time. Register now and we’ll send a recording afterward!
About the speaker:
RICHARD OWEN Co-creator of NPS, Author, CEO & Co-Founder @ OCX Cognition
Richard Owen has a singular professional focus: Delivering financial value through CX. He co-founded OCX Cognition to combine technology and programmatic consulting in pursuit of that goal, and now leads the company’s coordinated efforts to deliver the right solutions for its clients.
Richard’s 30-year career has centered on transforming business operations with technology, and he is one of the best-known CX thought leaders. While CEO at Satmetrix, his team led the development of the Net Promoter Score® methodology with Fred Reichheld, creating the world’s most widely used CX measurement approach. With Laura Brooks, he co-authored Answering the Ultimate Question, the best-selling “how to” guide for NPS practitioners.
Black Friday is just around the corner. We all know this day is all about one-time offers, but it doesn’t need to generate only one-time purchases. The spike in customer acquisition traffic from an event like Black Friday can be much more than just a seasonal blip. Make them love you and stay with you. Exceed expectations and make them stick with you forever.
At this webinar with Anoop Teja from Netcore and Evely Kaasiku from Feedbackly, you will learn how to turn your one-time buyers into loyal customers so that you can maximize customer lifetime value. This year, make the most out of Black Friday!
In this webinar you will learn:
How to gamify Black Friday campaigns with interactive emails that your customers love (AMP)
How to proactively engage your visitors with insight-driven marketing and AI/ML to nurture them
How to leverage customer feedback in turning one-time buyers into loving loyal customers
PS! No worries if you are not able to attend in real time. Register now and we’ll send a recording afterward!
NEW! Roundtable discussion right after the webinar
Don’t forget to also sign up for the roundtable. The round table takes place right after the webinar and lasts for a maximum of 45 minutes. It is free.
At the round table, you can continue an open discussion about the webinar topic with Anoop Teja, the webinar speaker. The discussion will take place in a meeting format – all the participants are welcome to join the discussion using a microphone and camera. This is an excellent opportunity to connect with other CX and marketing professionals over a virtual face-to-face discussion. Welcome to join, ask questions and discuss!
PS! The roundtable will have only a limited amount of seats available. Apply for the spot by checking the box in the webinar registration form.
Evely is a full-stack marketing professional who has always been interested in human psychology and its impact on decision-making. She has almost 10 years of marketing experience, including various experience in B2C as well as B2B. During her career, she has also led a startup intending to change the world of customer feedback collection – CX has always been in her heart. Today, she is the Marketing Manager at Feedbackly, the only CX platform that can measure customer emotions.
ANOOP TEJA Solutions and Growth @ Netcore Cloud
Anoop currently takes care of Product Solutions, Growth and Expansion in Europe at Netcore. He helps B2B and B2C companies solve for engagement, retention, and efficient acquisition of customers with Netcore’s Customer Engagement and Experience suite. He is an experienced consultant who has a proven track record in configuring and enterprise software ecosystems. He has led many organizations with their digital transformation and transition journey. Customer centricity and generating ROI for his customers are what drive him on a day-to-day basis.
We know CX matters when it comes to sales. Today, a whopping 46% of consumers say that customer experience is the main driver of the purchase decision whereas pricing is only 20%. But what is the main driver of customer experience? Emotions.
Emotions are the key drivers that ultimately determine whether we buy or not. They comprise the most vital part of the customer experience: Everything from customer satisfaction to the willingness to recommend is tied to them. Furthermore, once we’ve decided to buy, we choose which company to do business with based on the experience and the emotional drivers behind it.
The research done by Mr. Colin Shaw and his team from the London School of Economics shows that rather than focusing solely on NPS and CES, you need to shift your attention to creating emotions that you want to elicit throughout the customer journey and find a way to measure them.
This led to the creation of the EVI® or the Emotional Value Index. The Emotional Value Index (EVI®) measures the level and types of emotion that drive your sales. It automatically delivers invaluable data and insight which can be used to optimize your business to drive better results.
Measuring customer experience is more popular than ever and not without a reason. In the quick pace of technological development, only a very few companies can compete purely based on technology and ignore the customer. Customer experience is the new competitive edge that makes it or breaks it. If you’re reading this, you likely agree.
You also understand that Customer Experience has to be on the map of everyone in the organization. This said CX is always a change program for the entire company. But the problem is how to push that program through. You have tens of or even hundreds of stakeholders to convince and change.
To this problem, we want to offer you tools to solve it in your organization!
In this webinar you will learn:
Where does your organization need to be to tackle this problem?
Who to convince and how to sell the benefits of CX to other parts of the organization?
How do you engage all the stakeholders?
How to set the CX program and process for the change?
PS! No worries if you are not able to attend in real-time. Register now and we’ll send a recording afterward!
About the speakers:
KRISTIAN STOLT CX Academy coach, COO @ Feedbackly
Kristian is the COO of Feedbackly and one of the head coaches of the CX Academy. Kristian and his team have helped many industry leaders across the world succeed with their CX programs and become CX front-runners. Among the many, they have helped the City of Helsinki, Merck, Innovasport, the Australian Government, Banregio.
JAAKKO MÄNNISTÖ Awarded CX leader, Founder, Researcher, CEO @ Feedbackly
Jaakko is a startup entrepreneur and an internationally awarded CX professional. Jaakko is a founder and CEO of Feedbackly, co-founder of CX Academy and CXforum, and the author of the CX handbook The Journey. He also is one of the developers of the Emotional Value Index (EVI®) measurement framework and a global front-runner in Emotional Experience.
According to Stickdorn, Lawrence, Hormess, and Schneider (2018) customer journey maps should always be based on the actual research and user insights so that empathy towards customers could be increased, and their credibility improved. That way, it would be possible to map both direct and indirect touchpoints, increase empathic understanding towards customers within the team, and discover gaps in customer experiences.
Therefore why should the part of the customer journey map covering the entire feedback process be any different? It is a part of the journey map, just a smaller section of the overall higher-level customer journey map. I argue that even more empathy is needed during the journey covering the feedback process. Because many times, there has been some negative experience when the customer gives feedback.
Currently, in my opinion, in customer experience measurement, the focus is too much on survey tools and metrics, and one of the most important aspects has been forgotten. Meaning, the people, customers who give feedback, and employees, who request feedback and handle received responses. It has led to poorly designed measurement models and feedback processes, which have been created only from the organization’s perspective.
Sinkkonen, Nuutila & Törmä (2009) state that an expert’s opinion about customers’ input and needs is always less valuable than customers’ input. There is a risk that when only looking at your own perspective, you might forget some important aspects which are important to customers, and which the planned solution does not fulfill. This might then lead to situations where some products allow users to make mistakes, poor user interfaces, very difficult to find feedback channels, and too complex processes to give feedback.
Customer-oriented approach
In my recent development project, I approached this challenge from a different perspective. As a result of my MBA thesis (Eskelinen, 2020), I developed a framework for developing customer experience measurement in a customer-oriented way. The main conclusion of my thesis was that developing customer experience measurement should always start from the customer, their journey, and what are the most important interactions for them, not for the company which is doing the measuring. I have further iterated the framework with service design and prototyping towards a human-centric direction and decided to select this approach for the development project.
The development challenge was that the case organization measured NPS from one selected touchpoint, the overall NPS grade was high, but the response rate was low. During the development projects research phase, I discovered that most interviewees did not respond to continuous feedback surveys sent to their emails. Context-specific reasons for this behavior were for example:
There are so many feedback surveys coming in that people do not have the time and energy to respond to all of them
If you have to respond to a feedback survey, it’s irritating
So much feedback is requested, that amount should be reduced and not asked after every interaction
Sometimes, some questions do not concern you at all. There should be an option to respond that one cannot say.
Those kinds of surveys are irritating, in which you have to answer something in every section
Are companies requesting feedback just because everybody else is doing it, or are they actually doing something to them
Separate feedback surveys are lost in the email inbox
No information about what is done with the given feedback
It irritates when you do not know when the given feedback will be handled
It is frustrating that you have to follow up on issues and use too much time to solve the issue by yourself
With user research, you can discover customers’ context-specific needs and challenges like these listed above. Some universal ones might exist. For example, giving feedback should be as easy and effortless as possible in the channels and tools that the customer is using. If it is easy, customers are more likely to respond to feedback surveys.
But customer requirements vary between contexts and cannot be generalized that much. When designing measurement models and feedback processes, these insights listed above are ignored, which might lead to negative emotions affecting the overall customer experience.
There is a risk that even though the processes would be easy and efficient for the company, they might not be that for different customers. If these concepts are created based on assumptions, there is a risk that they would only serve the company and not fulfill the requirements of the customers. It is crucial to consider the service timeline and what feelings it raises in customers. If customers are not involved in the mapping process, it is very likely that the organization does not understand how the service flow will affect the moods of the customers’. Meaning, which interactions have a negative- and which interactions have a positive effect. (Schneider and Stickdorn 2010, 40.)
According to Schneider and Stickdorn (2010, 44–45), there are always many different touchpoints and approaches which need to be considered. They also mention that to achieve a great customer experience, these various stakeholders varying and changing needs need to be reappraised repeatedly. That is why it is very important, throughout the customer journey, to map different moods and feelings that various stakeholders have. The focus should be on different varying customer journeys, not just one solution for all stakeholders.
It affects how the company faces its customers in this specific situation. One should not forget that requesting and handling feedback is one important part of the customer journey. It is good to remember that customer experience is the sum of all touchpoints that the customer has with the company. If the measurement model has been designed poorly and is, therefore, a negative experience that might lead to the entire experience being negative.
Through user research, companies can also discover context-specific needs and emotions which customers want to experience during the feedback process. For example, during the projects research phase, I found the following insights:
Wants to be able to give feedback easily in that same context and that situation in which the issue has happened, not through a separate survey
Wants to handle the issue with a real human being, not just with faceless and impersonal systems
Wants transparency and proactivity in communication about how their given feedback is progressing
Easiness, effortlessness, and that you will be taken into account and that you will be heard
Important things are discretion, good manners, and respect for the other party and their work
Important things are friendliness, expertise, and desire to help
Feeling that you have been served and you get the package what were you seeking without big problems
Wants to know that actions will be done based on the feedback and that the issue will be handled easily and effortlessly
The discovered problem will be fixed so that it will not happen again, and the root cause is fixed
Wants that the issue is handled quickly, possible mistakes are apologized for, and clear corrective actions are presented
When designing measurement models and feedback processes, if these context-specific needs, requirements, and emotions are ignored, it will probably lead to poor solutions. Which then results in a negative effect on the overall customer experience. How can companies provide experiences and emotions the customers require if discovered context-specific insights are not used as a basis for the design process?
My tips for developing customer-centric measurement
Start from the people, not from the metrics or survey tools
With user research, first discover WHAT the real end-user needs/problems you need to solve are, not what you assume the problem to be. For example, in this development project, employees thought that the problem was that customers did not respond to sent feedback surveys. That was actually just a symptom. But in reality, it was quite different, as mentioned above.
Only after you are sure that you know what the real end-user needs/problems are, co-create the best solution just for your own context – with stakeholders (customers, employees, etc.).
Only after that, find out HOW it can be done – procuring the tool, through which the co-created solution can be implemented
Start the measurement from the touchpoints, which are the most important from the customers perspective
Use touchpoint-specific questions suitable to your own context instead of the most common ones (for example NPS)
Create metrics from the customer’s perspective with the stakeholders (customers, employees, etc.), and link them to employee objectives
If you want to discuss more the topic, just send me a message on LinkedIn.
It is not about processes, survey tools, or metrics, it is about people, do you agree?
Author: Lauri Eskelinen
Lauri Eskelinen is a passionate expert and developer of customer experience, measurement, and customer-centric business. He wants to help organizations to change their operations into a more customer-centric and transparent direction by utilizing service design and human-centric customer experience measurement.
References
Eskelinen, L. (2020). Designing a New Way to Measure Customer Experience in the Real Estate IT Services Business. Available at: https://www.theseus.fi/handle/10024/354451
Schneider, J. and Stickdorn, M. 2010. This is service design thinking: Basics – tools – cases. Amsterdam: BIS Publishers.
Sinkkonen, I., Nuutila, E. and Törmä, S. 2009. Helppokäyttöisen verkkopalvelun suunnittelu. Helsinki: Tietosanoma.
Stickdorn, M., Lawrence, A., Hormess, M.E. and Schneider, J. 2018. This is Service design doing: applying Service design thinking in the real world: a Practitioner’s handbook. First Edition edn. Sebastopol, CA: O’Reilly Media, Inc.
More than ever before people are used to getting what they want now. The pace of life is getting faster and this also has an impact on how your customers behave and what they expect from you. The only way to engage with your customers at the correct time and place, and therefore provide them with a personalized Customer Experience is to use marketing automation.
At this webinar, we will open up more about how you can use marketing automation to collect as well as use your customer feedback. Nowadays, marketing automation has become an essential part of a CX infrastructure.
Why and how to use marketing automation as part of your CX infrastructure
How to use marketing automation to drive business and engage your customers throughout the customer journey
How to automate the measurement of the entire customer journey
Practical examples of how to utilize customer experience data at different points of the customer journey to maximize profits
PS! No worries if you are not able to attend in real-time. Register now and we’ll send a recording afterward!
About the speakers:
JOHANNA HÖGLUND Sales and CX Professional, Regional Sales Director @ APSIS
Johanna is a sales professional with a passion for people and customer success enablement. She has long experience in sales, customer success management, and business development in various industries from logistics to network marketing and pharmaceuticals, and the past decade working with sales in different positions within the digital marketing software industry.
JAAKKO MÄNNISTÖ Awarded CX leader, Founder, Researcher, CEO @ Feedbackly
Jaakko is a startup entrepreneur and an internationally awarded CX professional. Jaakko is a founder and CEO of Feedbackly, co-founder of CX Academy and CXforum, and the author of the CX handbook The Journey. He also is one of the developers of the Emotional Value Index (EVI®) measurement framework and a global front-runner in Emotional Experience.
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